Big travel companies have been urged to "step up to the plate" and demonstrate their green credentials. The call came from Costas Christ, chairman of the Tourism for Tomorrow Awards which are run by the World Travel & Tourism Council. Speaking exclusively to TravelMole, he said companies had to recognise the demographic shift in the way consumers are travelling or find themselves marginalised. "People want more than just to lie on a beach somewhere. They want character, authenticity and to be rewarded in terms of the local food they eat and the heritage they experience," said Christ (Tamu Safaris). But he conceded that just one per cent of the global tourism industry was actively demonstrating itself being truly sustainable – mainly small operators, community projects, eco-lodges and similarly sized organisations. "The question is to what degree are we having an impact as a global industry," Christ said. "Where we are short are the big companies stepping up to the plate, although we are seeing bigger companies beginning to respond in a way we haven't seen before. The market is beginning to put pressure and the industry has to respond." He revealed that a two-year study was underway in an attempt to create a global accreditation body for the travel and tourism industry to ensure common sustainable standards are being maintained. The WTTC is in the process of seeking nominations for the 2007 Tourism for Tomorrow Awards with a deadline of December 11. The four awards will be presented during the WTTC's global summit in Lisbon on May 11. Christ, president of the Adventure Travel Council, stressed that the awards are the only ones that involve on-site inspections of the 12 finalists using expert teams from across the world. The awards cover destination, conservation, investor in people and global tourism business. For further information, go to: www.tourismfortomorrow.com Report by Phil Davies

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USER COMMENTS

Costas Christ 28 November 2006, 13:09:14 GMT About Tourism For Tomorrow Awards In reference to Mr. Mader's two questions: The point of the Tourism For Tomorrow Awards, completely revised and redesigned by WTTC since the days when British Airways first sponsored them, is to promote and encourage the world's leading examples in sustainable tourism best practices. The Awards have a detailed criteria, involve a team of 17 expert judges from all around the world and are the only global awards to my knowledge that carry out an on site verification inspection of all finalists to make sure that what is said is being done in regards to sustainable tourism practices is really happening on the ground. This is not an Award program to recognize individuals as leaders in sustainable tourism, as other responsible tourism awards already do this. Rather, the Tourism for Tomorrow Awards specifically focus on raising the bar of sustainable tourism practices within the private sector. The Awards recognize and promote best practices within the travel and tourism industry that contribute to the protection of cultural and natural heritage (local, regional and at the destination stewardship level), make meaningful and tangible contributions to the wellbeing of local peoples, and engage in environmentally sensitive operations, among other criteria. While many tourism award programs have recognized successful small scale sustainable tourism projects, which the Tourism or Tomorrow Awards also do, few have focused on demonstrating that sustainable tourism is a viable practice within the larger mainstream tourism industry. This is something that is important to the Tourism for Tomorrow Awards, as demonstrated by an Award category for "Global Tourism Business". The Tourism for Tomorrow Awards bring the message of sustainable tourism into the mainstream tourism industry, where it needs to be heard and built upon if we are to truly have an impact in helping to transform tourism into a real catalyst for protecting the cultural and natural heritage of our planet. You can learn more at www.tourismfortomorrow.com In regards to the question about the purpose of WTTC, from their website (www.wttc.org) comes the following: The World Travel & Tourism Council (WTTC) is the forum for global business leaders comprising the presidents, chairs and CEOs of 100 of the world's foremost companies. It is the only body representing the private sector in all parts of the Travel & Tourism industry worldwide. WTTC's mission is to raise awareness of the full economic impact of the world's largest generator of wealth and jobs - Travel & Tourism...and to unlock the industry's potential by adopting the Council's policy framework for sustainable tourism development.   Hugo Kimber The Carbon Consultancy 27 November 2006, 11:10:53 GMT Time is running out The idea of a two year study leading to new awards/standards is too far away when some experts suggest the next decade of action on carbon emissions is critical to avoiding a climate change crisis. The WTTC is correct that bigger companies must address "green" issues but action now is key. It is worth noting that the business travel community is much further down the road on the issue of emissions reporting and policy action than leisure travel. Aside from the overwhelming moral and ethical case for protecting vulnerable destinations, the commercial case for preservation should at the very least be a motivating factor for leisure travel companies.   Ron Mader Director, Planeta.com 25 November 2006, 22:07:00 GMT What's the point of this award? I am confused. Is this news item about certification or awards? As to awards, the 'tourism for tomorrow awards' are Destination Award Conservation Award Investor in People Award Global Tourism Business Award There is no award for work with culture. No awards for individuals. No acknowledgement that we are focusing on place, not destination ... Two questions: What's the point of this award? And what is the purpose of the World Travel & Tourism Council?